New York, Jan 27, 2026, 11:05 ET — Regular session
- Shares of Nu Holdings edged up roughly 0.7% in late morning trading as investors absorbed news of the company’s plan to expand its Brazil office.
- Nubank revealed plans to invest over R$2.5 billion in office and infrastructure costs across the next five years
- The company revealed it will be the title sponsor for Ironman Brazil in 2026, linking the event to its Ultravioleta premium segment
Nu Holdings (NU.N) shares climbed roughly 0.7%, hitting $18.31 by late morning Tuesday, following the announcement of a major office expansion in Brazil.
This spending shift is significant, revealing Nubank’s updated plan for expanding its workforce and infrastructure following years of remote-first work. Investors have viewed Nu mainly as a growth play, but adding substantial fixed costs could quickly alter that narrative.
Nu spent the past 24 hours highlighting a second focus: expanding its reach among premium customers. The latest move, a new sports sponsorship tied to its Ultravioleta segment, adds a fresh entry to its strategy—and sets up another trial of returns.
Nubank announced Monday that it plans to pour over 2.5 billion reais (around $475 million) into expanding and modernizing its Brazilian office network over the next five years. The bank will also roll out a hybrid work model in 2026, blending office and remote work. “Investing in physical spaces is investing in our capacity to innovate,” said Livia Chanes, Nubank Brazil’s CEO. 1
On Tuesday, Nubank announced Nubank Ultravioleta as the title sponsor for the IRONMAN circuit and TRIDAY Series across Brazil starting in 2026. The deal will span 10 events. Nubank CMO Juliana Roschel highlighted that “sports and wellness are priorities for our customers.” Carlos Galvão, CEO of Unlimited Sports, described the partnership as “a milestone for Brazilian triathlon.” 2
Nu Holdings, a holding company based in Brazil, offers digital banking services spanning spending, saving, investing, borrowing, and protection, Reuters reports. It faces competition from major Brazilian banks as well as a packed fintech landscape vying for deposits and wealthy clients. 3
The broader market is pulling some weight too. U.S. stocks showed mixed results as investors braced for the Federal Reserve’s upcoming policy call, a key event that tends to shift sentiment on high-growth financial shares one way or the other. 4
There’s a risk, though. Expanding office space drives up operating costs, locking in expenses just as investors turn harsh on margin dips. Plus, the impact of marketing partnerships isn’t easy to quantify every quarter.
Nu is gearing up for its next major event: the quarterly update. According to the investor calendar, the company will release its fourth-quarter results and hold a conference call on Feb. 25. 5
